---
title: "BTA2177 - Analytics 360 with GA4 Properties"
ocid: "ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "BRITISH TOURIST AUTHORITY T/A VISITBRITAIN/VISITENGLAND"
published: "2026-03-05"
---

# BTA2177 - Analytics 360 with GA4 Properties

Buyer: BRITISH TOURIST AUTHORITY T/A VISITBRITAIN/VISITENGLAND  
Current stage: Award  
OCID: ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f

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## Summary

The British Tourist Authority, trading as VisitBritain/VisitEngland, has finalised a procurement process titled "BTA2177 - Analytics 360 with GA4 Properties”, which pertains to data analysis services. This contract was managed under a direct award process via the CCS G-Cloud 14 Framework (RM1557.14) and has reached the award stage. The contract's location covers extensive regions, including the UK and other territories across Europe and beyond. With a value of £111,600 GBP, the procurement method was selective, employing a call-off from a framework agreement. The contract commenced on 15 February 2026 and is set to conclude on 29 February 2028.

This tender offers substantial opportunities for large-scale businesses specialising in web data analytics to grow by aligning with important public sector projects. Although it is not suitable for SMEs or VCSEs, companies with established capabilities in data analytics can strategically leverage their expertise to enhance visibility and impact within the tourism sector in the specified regions. The awarded contract to Merkle illustrates a significant business collaboration that other similar enterprises could aim to emulate in future rounds of procurement.

## Notice

Web data analytics. Direct Award process via CCS G-Cloud 14 Framework. RM1557.14

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/fb457dbf-922e-4992-b8d5-896d4726e443 |
| Notice type | Award Notice |
| Procurement type | Framework |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Call-off from a framework agreement |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 5 Mar 2026 |
| Submission deadline | 20 Oct 2025 |
| Future notice date | Not specified |
| Award date | 18 Feb 2026 |
| Contract period | 15 Feb 2026 - 29 Feb 2028 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £111,600 |
| Lots value | Not specified |
| Awards value | £111,600 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | BRITISH TOURIST AUTHORITY T/A VISITBRITAIN/VISITENGLAND |
| Locality | BIRMINGHAM |
| Post town | Birmingham |
| Postcode | B2 4AJ |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG3 West Midlands |
| ITL 3 | TLG31 Birmingham |
| Local authority | Birmingham |
| Electoral ward | Ladywood |
| Westminster constituency | Birmingham Ladywood |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | MERKLE |

## CPV Codes

### Divisions

- 72 - IT services: consulting, software development, Internet and support

### Codes

- 72316000 - Data analysis services

## Release History

- 5 Mar 2026 at 11:27 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/fb457dbf-922e-4992-b8d5-896d4726e443

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/fb457dbf-922e-4992-b8d5-896d4726e443
  5th March 2026 - Awarded contract notice on Contracts Finder

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-dbbc3d75-241a-49b4-8357-e5145eb5bd5f.json.